Why The Geneva Motor Show Has Become Shabby, TOP3 Toyota, Volkswagen, & Hyundai Are All Missing

Most global automakers did not participate in the Geneva Motor Show in Switzerland, which is considered one of the world’s top five motor shows. The popularity of motor shows is steadily decreasing.

Geneva Motor Show

According to the automobile industry on the 26th (local time), the Geneva International Motor Show (GIMS) organizing committee will hold the ‘2024 Geneva International Motor Show’ in Geneva, Switzerland from this day to the 3rd of next month. Although the Geneva Motor Show was held in Doha, Qatar in October last year, it has been five years since the motor show was held in Geneva, Switzerland.

The Geneva Motor Show is the world’s fifth largest motor show, following Paris, Tokyo, Frankfurt, and Detroit. GIMS has held a motor show in Geneva, Switzerland every March since 1905, but has temporarily suspended the event in 2020 due to the impact of COVID-19 and the Russian-Ukrainian war.

Although the Geneva Motor Show, which boasts 120 years of history, was held locally for the first time in a long time, only 6 of the 34 participating companies this year are automakers, including Renault, Dacia, MG, BYD, Isuzu, and Lucid. Toyota Group, Volkswagen Group, and Hyundai Motor Group, which were in the top 3 in terms of sales last year, all fell out.

Considering that only 30 automobile brands participated in the 2023 Geneva Motor Show held in Qatar last year, it is a shabby scale. At the time, Kia, Toyota, Lexus, Nissan, Volkswagen, Mercedes-Benz, BMW, Audi, Lamborghini, McLaren, Range Rover, and Porsche participated in the Geneva Motor Show.

The industry believes that the views of global automakers toward motor shows are gradually becoming negative. Until now, the biggest reason why global automakers participated in motor shows was to promote new cars and brands to customers, but now they can achieve sufficient promotional effects through online channels such as YouTube. It was judged that the promotional effect was less than the cost of participating in the motor show.

The atmosphere in which global automakers are shifting to focus on software, such as electric vehicles, rather than hardware also played a role. In the case of motor shows, since they are exhibition-oriented, the content is inevitably focused on hardware aspects such as vehicle design rather than vehicle performance, so it is evaluated that it does not match the current atmosphere. In fact, global automakers are putting more effort into exhibitions that can show the convergence of automobiles and IT, such as the recent CES.

An official in the automobile industry said, “In the past, global automobile manufacturers would rush to participate in motor shows, but now there is a tendency to participate only in regions that need promotion. Participation in automobile shows does not have a significant promotional effect, and motor shows lag behind trends.” “It’s because there is a lot of awareness that it exists,” he said.

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